The Moldy Whopper strikes again. After winning 18 gold pencils at the One Show yesterday, Burger King’s stomach-churning campaign has been named Best of Show by the awards program, which puts a premium on creativity of ideas and quality of execution.
David Miami, Publicis Bucharest and Stockholm-based Ingo collaborated on the campaign, which also won Best of Discipline in the film, integrated, out-of-home and print categories.
The Moldy Whopper made its debut in February. To illustrate the chain’s commitment to ridding the Whopper of artificial preservatives, the agencies literally filmed one molding over the span of a month.
The One Show named David Miami its 2020 Agency of the Year. According to the agency, it took home a total of 41 honors at this year’s show. Burger King is the One Show’s Client of the Year. Last year, Wieden + Kennedy Portland and Nike took home the honors.
Jung von Matt Hamburg cliched Independent Agency of the Year. The agency’s “For Seasons” campaign for the NDR Elbphilharmonie Orchester won Best of Discipline in the creative use of data category. It also won a green pencil, which recognizes the most environmentally conscious creative work for the year.
To make a point about the severity of climate change, the agency worked with the German orchestra to recompose Antonio Vivaldi’s “Four Seasons,” written roughly 300 years ago. With help from climate change data, the masterpiece was reconfigured to better reflect today’s environment. For instance, violin trills mimicking bird sounds were reduced by 15%.
The “Penta Pencil,” an accolade given to an agency and brand who have created “stellar work” for the past five years, went to McCann New York and Microsoft. The brand’s “Changing the Game” campaign earned Best of Discipline in the design category and won nine gold pencils.
Scholz & Friends Berlin won the “Cultural Driver” gold pencil for the “Tampon Book,” a campaign created for The Female Company that involved packaging menstrual products inside of books to make a point about tax discrimination.
According to the One Show, this pencil “recognizes influential ideas and executions that had a major impact in their respective cultures and environments, and exist outside the traditional categories in advertising and design.”
The campaign also won three Best of Discipline categories: creative effectiveness, direct marketing and public relations.
Two campaigns won the inaugural “Sustainable Development” gold pencil, which the One Show created in partnership with the United Nations Office for Partnerships and the PVBLIC Foundation, a nonprofit that uses media to drive change. It was created to “reward agencies and brands who utilize their talents and resources to create work which betters the world and contributes to securing a sustainable future for all.”
One went to The Lion’s Share, an initiative put together by Clemenger BBDO, creative studio D.A.M. and production company Finch Paddington. Another was awarded to “Black Supermarket,” a campaign for Carrefour created by Marcel Paris.
Remaining Best of Discipline winners include:
- Digital craft: FCB Toronto’s “Project Understood” for Google AI and Canadian Down Syndrome Society
- Experiential & Immersive: FCB Chicago’s The Most Dangerous Street” for the Illinois Council Against Handgun Violence
- Health Wellness & Pharma: FCB Toronto’s “Project Understood” for Google AI and Canadian Down Syndrome Society
- Intellectual Property & Products: Doconomy’s “DO Black” created by RBK Communication Stockholm
- Interactive & Online: Forsman & Bodenfors Gothenburg’s “The E.V.A. Initiative” for Volvo Cars
- Mobile: GSP’s Lessons in Herstory” for Daughters of the Evolution
- Moving Image Craft: Apple’s “Bounce” created by TBWA\Media Arts Lab Los Angeles
- Radio & Audi: BBDO Toronto’s “Parkscapes” for Regent Park School of Music
- Social Media: Burger King’s “Stevenage Challenge” created by David Miami and David Madrid
“Recognizing and elevating this amazing work from around the world is some positive news that can inspire the industry,” Kevin Swanepoel, CEO of The One Club, said in a statement. “As a nonprofit organization with the mission to support the creative community, our goal has been to help unify and uplift the industry by providing this year’s largest global platform for showcasing creative excellence.”
The One Club, like many organizations, has moved quickly in recent months to transition its programming and various awards shows online due to the spread of the coronavirus. In March, the organization made the decision to move its annual Creative Week, which typically takes place in New York, online.
In April, it expanded Creative Week into a monthlong streaming event featuring a mix of pre-recorded talks and live panels, as well as Instagram takeovers. It revealed the winners of its ADC Awards, which prioritizes craft, design and innovation, virtually last month.